Meeting the Needs of Shoppers in Different Countries

by Stephanie Krausse

Posted on 11-07-2017

Acquir­ing and retain­ing cus­tomers from numer­ous cul­tures in mul­ti­ple lan­guages can chal­lenge every­thing from a company’s logis­tics to its mar­ket­ing. SPAR Inter­na­tion­al, which oper­ates super­mar­kets, con­ve­nience stores, and sport­ing equip­ment shops across Europe, is achiev­ing suc­cess while expand­ing glob­al­ly through suc­cess­ful dig­i­tal engage­ment strategies.

The company’s IT arm, SPAR Infor­ma­tion and Com­mu­ni­ca­tion Ser­vices (ICS), is guid­ing the dig­i­tal trans­for­ma­tion that fea­tures Adobe Expe­ri­ence Cloud solu­tions. SPAR ICS is using Adobe Expe­ri­ence Man­ag­er Assets in Adobe Mar­ket­ing Cloud to man­age approx­i­mate­ly 500,000 inter­nal assets for inter­nal com­mu­ni­ca­tions and mar­ket­ing, while the Sites capa­bil­i­ty in Adobe Expe­ri­ence Man­ag­er is used to cre­ate, man­age, and deliv­er con­tent to the local land­ing pages in Aus­tria, Hun­gary, Slove­nia, Italy, and Croa­t­ia. SPAR ICS is able to main­tain con­sis­ten­cy across sites, while offer­ing per­son­al­ized, val­ue-added fea­tures such as recipe por­tals to enhance over­all shop­ping experiences.

Adobe Ana­lyt­ics in Adobe Ana­lyt­ics Cloud offers insights into the inter­ests and pref­er­ences of con­sumers in dif­fer­ent geo­gra­phies so SPAR ICS can tai­lor expe­ri­ences to meet their needs. Sim­i­lar­ly, Adobe Tar­get in Adobe Mar­ket­ing Cloud links cus­tomer web search­es with rel­e­vant e‑commerce oppor­tu­ni­ties using the Rec­om­men­da­tions and Search and Pro­mote capa­bil­i­ties so con­sumers eas­i­ly find what they need.

“We anchor our com­pa­ny strat­e­gy around cus­tomer expe­ri­ences,” says Andreas Kran­abitl, Man­ag­ing Direc­tor, SPAR ICS. “Adobe Expe­ri­ence Cloud gives us the tools to cre­ate per­son­al­ized and con­sis­tent dig­i­tal jour­neys. As a busi­ness unit serv­ing the needs of SPAR, we have moved from pure­ly a sup­port role into being strate­gi­cal­ly impor­tant because of our dig­i­tal transformation.”

Adobe Con­sult­ing Ser­vices is help­ing SPAR ICS lever­age data to per­son­al­ize cus­tomer jour­neys across mul­ti­ple devices. Among the ear­ly suc­cess­es is a store in Vien­na, Aus­tria, that fea­tures dig­i­tal sig­nage, elec­tron­ic shelv­ing, and self-check­outs to improve shop­ping expe­ri­ences, which yield­ed a 50% increase in cus­tomer traf­fic, lead­ing to high­er sales.

Topics: Digital Transformation, retail, UK, UK Exclusive, Digital EMEA